10.9.24
As the 2024 presidential and vice presidential debates unfold, advertisers face new challenges in understanding viewership trends. With traditional TV ratings declining and streaming data becoming increasingly important, campaigns are adapting their strategies to effectively engage audiences across multiple platforms.out your site, a customer quote, or to talk about important news.
"I am friends with school shooters." Governor Tim Walz said those words to over 43.1 million people who watched the Vice Presidential Debate. There have been memorable lines in past presidential debates, but this line might become the most memorable in history.
This was not the most watched Vice Presidential Debate. The debate in 2020 between then Vice President Mike Pense and Senator Kamala Harris was watched by 57.9 million viewers. And the VP debate with the most viewers at 70 million was with then-Senator Joe Biden and
Governor Sarah Palin.
But was the night capped off at 43 million? Or were there more viewers?
At the risk of sounding like a "knucklehead," as Walz commented about himself, advertisers can get many eyes on impressions. But will those same people remember your product, be your target demographic, and have them do a call to action?
It's not looking likely. Even if the answer was yes, how could it be measured?
Viewers consume modern debates via television, social media, and streaming. And as sophisticated as technology is these days, only so much data can be gathered from this debate.
Let me explain.
As the 2024 presidential and vice presidential debates unfolded, advertisers and campaign strategists navigated a rapidly changing media landscape. The traditional methods of measuring debate viewership are struggling to keep up with modern viewing habits, leaving a significant gap in understanding how Americans engage with these crucial political events.
The main challenge lies in the disconnect between reported TV viewership and the number of people tuned in across all platforms.
While Nielsen reported that about 43.15 million viewers watched the vice presidential debate on the legacy news networks, this number may not be accurate. Many viewers, especially younger audiences, watch debates through streaming services and social media platforms, which aren't captured in Neilsen ratings.
This shift has three major implications for advertisers and political campaigns:
First, there's a growing need for more comprehensive measurement tools. Traditional TV ratings alone no longer provide an accurate picture of debate engagement. Advertisers demand integrated systems that can track viewership across all platforms, including TV, streaming services, and social media.
Without this data, companies risk misallocating their advertising budgets and missing out on key audience segments.
Second, the rise of social media has changed how people interact with debates. For example, the 2012 presidential debate generated over 10 million tweets. And that number has likely grown exponentially since then.
As a result, campaigns have been investing heavily in social media advertising during debates, with some spending six-figure sums on Twitter ads alone. This shift allows for more targeted and real-time messaging. However, it also means advertisers must be prepared to respond quickly to debate events.
Lastly, the demographic breakdown of debate viewers is changing.
A significant part of the vice presidential debate audience (29.7 million out of 43.1 million) was aged 55 and older. This skew towards older viewers on traditional TV means that advertisers targeting younger audiences may need to focus more on digital platforms and social media to reach their desired demographic.
As we move further into the 2024 election season, it's clear that the world of political advertising during debates is evolving rapidly. Advertisers and campaign strategists who can adapt to these changes and find innovative ways to reach viewers across all platforms will likely have the upper hand in influencing public opinion.
It is important to study and test new technologies. Try different and innovative ways to connect with your audience. Be the leader, not the follower.
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